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ITV was looking for a cost effective way of launching a mobile Catch Up TV service. Candyspace developed a first-of-its-kind cross device user interface. It allows users to view ITV content on mobile devices and is not only in line with the ITV Player look and feel but actually drove it forward.
The apps utilise the latest streaming protocol – HTTP Livestream – to provide adaptive bit-rate playback for the best viewing experience on your connection and device. It was the first native application of its kind optimised for both phone and tablet that provides advertising insertion following traditional models in broadcast.
In addition, the application integrates with all of ITV’s current systems and infrastructure, creating a solid distribution framework for multi-platform content delivery in the future. Within 12 hours of launching in mid-July 2011, the new ITV Player was number 1 on the Apple app store.